PAGEPAGE13《跨境電商基礎(chǔ)》（英）課程教學(xué)大綱課程基本信息課程代碼：16060702課程名稱：跨境電商基礎(chǔ)（英）英文名稱：FundamentalstoCross-borderEcommerce課程類別：專業(yè)選修課學(xué)時(shí)：32學(xué)分：2適用對(duì)象:商務(wù)英語(yǔ)專業(yè)、英語(yǔ)專業(yè)（國(guó)際商務(wù)管理方向）考核方式：考查、開卷案例分析或產(chǎn)品調(diào)研報(bào)告先修課程：國(guó)際商法（英）、當(dāng)代商學(xué)概論（英）課程簡(jiǎn)介跨境電商作為推動(dòng)經(jīng)濟(jì)一體化，貿(mào)易全球化的重要途徑具有非常重要的戰(zhàn)略意義。高校擔(dān)負(fù)著培養(yǎng)跨境電商人才的責(zé)任，高校培養(yǎng)的人才不僅應(yīng)當(dāng)具備知識(shí)和技能，還應(yīng)當(dāng)具備良好的思想，品德和社會(huì)公德和職業(yè)道德，應(yīng)當(dāng)具備與全世界交流的大國(guó)自信。《跨境電商基礎(chǔ)（英）》這門課程是基于互聯(lián)網(wǎng)和電子商務(wù)背景，涉及到外貿(mào)必須的外語(yǔ)和外貿(mào)技巧和能力，同時(shí)這些專業(yè)能力和技巧采用講述輔以典型實(shí)戰(zhàn)案例，采用案例分析、情景演練和互動(dòng)模式，學(xué)生在教師引導(dǎo)下進(jìn)行網(wǎng)上操作和親身體驗(yàn)，力求學(xué)習(xí)課堂與工作崗位實(shí)現(xiàn)無(wú)縫對(duì)接。本課程開辦的目的是使即將進(jìn)入外貿(mào)職業(yè)崗位的畢業(yè)生了解跨境電商的基本概念、趨勢(shì)，針對(duì)崗位的能力和素質(zhì)需求，切實(shí)掌握跨境電商找客戶、讓客戶找上門、將客戶詢盤最大限度地轉(zhuǎn)化為訂單，同時(shí)通過(guò)主流商務(wù)平臺(tái)了解收費(fèi)平臺(tái)的使用，學(xué)會(huì)在網(wǎng)商外貿(mào)過(guò)程中進(jìn)行國(guó)際在線支付，以及提高風(fēng)險(xiǎn)意義和風(fēng)險(xiǎn)控制能力等跨境電商方法和技巧，縮短畢業(yè)生進(jìn)入相關(guān)職業(yè)崗位的“不適期”。

Asanimportantwaytopromoteeconomicintegrationandtradeglobalization,thecourseofCross-BorderE-Commercehasstrategicsignificance.Collegesanduniversitiesbeartheresponsibilityofcultivatingcross-bordere-commercetalents.Thetalentsshouldnotonlyobtainknowledgeandskills,butalsoempowerthemselveswithmorals,socialethics,professionalethics,andpossesstheconfidenceofabigcountrytocommunicatewiththeworld.Thiscourse，F(xiàn)undamentalstoCross-borderEcommerce(English)isbasedontheInternetande-commercebackground.Itinvolvestheforeignlanguageandforeigntradeskillsandabilitiesnecessaryforforeigntrade.Atthesametime,theseprofessionalabilitiesandskillsaresupplementedbytypicalpracticalcasesandcasestudies.Situationalexercisesandinteractivemodes,studentsconductonlineoperationsandpersonalexperienceundertheguidance,andstrivetoachieveseamlessintegrationbetweenclassroomsandfuturejobs.Thepurposeofthiscourseistoenabletheseniorswhoareabouttoenterforeigntradecareerstounderstandthebasicconceptsandtrendsofcross-bordere-commerce,tomeettheabilityandqualityneedsoftherelativeposts,toeffectivelygrasptheconceptandprocessofcross-bordere-commercetofindcustomersactively,tobefoundbythepotentialbusinesspartnersbysomepassivemarketing,mainlyviathemainstreamcross-borderelectroniccommercialplatforms.Thentomaximizethepossibilitytotransformcustomers’inquiriesandrequirementsintorealordersisanothervitalconcern.Theuseoftollplatformsisunderstoodthroughthemainstreambusinessplatform.Internationalonlinepaymentistaughtintheprocessofforeigntradeofonlinemerchants,andcross-bordere-commercemethodsandtechniquessuchasimprovingrisksignificanceandriskcontrolcapabilitiesareshortened.Graduatesenterthe“discomfortperiod”ofrelevantprofessionalpositions.Courseassessmentisbasedontheweightedaverageofclassparticipation40%andfinaltermcaseanalysis60%.Marksforclassparticipationwillbedeterminedbyfivepartsstudents’in-classgrouppresentation,groupcasediscussion,andindividualin-classquestion-answering,writtenassignmentandclassattendance.三、課程性質(zhì)與教學(xué)目的 《跨境電商基礎(chǔ)(英)》是外國(guó)語(yǔ)學(xué)院為商務(wù)英語(yǔ)專業(yè)以及英語(yǔ)專業(yè)（國(guó)際商務(wù)管理方向）學(xué)生開設(shè)的專業(yè)選修課。重點(diǎn)講解如何對(duì)行業(yè)和產(chǎn)品進(jìn)行調(diào)研從而完成選品，開展廣告宣傳、促銷并采取適當(dāng)?shù)臓I(yíng)銷技巧和客戶服務(wù)技巧，了解跨境電商B2C的支付過(guò)程、物流知識(shí)、管理和法律議題，以及跨境電商和新零售之間的關(guān)系。學(xué)生應(yīng)能在進(jìn)行知識(shí)學(xué)習(xí)和掌握的同時(shí)擴(kuò)充專業(yè)知識(shí)面，增強(qiáng)學(xué)生的專業(yè)意識(shí)和專業(yè)洞察力，提高學(xué)生的動(dòng)手能力，培養(yǎng)學(xué)生綜合運(yùn)用語(yǔ)言知識(shí)的能力，最終能夠進(jìn)行跨境電商的實(shí)際操作打下堅(jiān)實(shí)的基礎(chǔ)。

四、教學(xué)內(nèi)容及要求Orientation:IntroductiontoCross-borderEcommerceⅠ.TeachingObjectives:Tounderstandthecoursedesign,teachingplanandcourseassessment.Todefine“whatcross-borderecommerceis”Todefine“B2B&B2C”Tounderstandthehistoryanddevelopmentofcross-borderecommerceTodescribethesourcesofcross-bordere-commerceTodescribeandcomparetheprincipalcross-bordere-commercialplatformsⅡ.Contents:SectionA:CourseDescriptionandConceptofCross-borderEcommerceAcaseexampleCourseDescriptionTeachingPlanCourseAssessmentWhatiscross-borderecommerce?SectionB:AnOverallViewofCross-borderEcommerceWhatiscross-borderecommerce?Historyofcross-borderecommerceSourcesofcross-borderecommerceComparisonofmainstreamcross-borderB2BandB2CplatformsⅢ.After-classexercises:ASurveyintothebasicrequirementsandqualificationslistedontherecruitmentpostsPreparationforgrouppresentationonthegiventask.Ⅳ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudyUnit1:ProductSelectionⅠ.TeachingObjectives:TobefamiliarizedwiththemainproductcategoriesTounderstandthechosenproductsandcompanyforpracticaloperationsTounderstandFBEruleToknowandanalyzethepresentmarketresourcesⅡ.Contents:PartI:UnderstandingCross-borderE-commerceHowtoSelectaProductTipsonSelectingRestrictedProductsPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteaProductDescriptionPartIV:IntercultralReflection:CulturalAwarenessⅢ.After-classexercises:ExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudy

Unit2:OnlineMarketingⅠ.TeachingObjectives:TounderstandtheconceptofonlinemarketingTounderstandthestrategiesofonlinemarketingTounderstandtheimportantacronymsofonlinemarketingToidentifythecreativityofonlinemarketingⅡ.Contents:PartI:UnderstandingCross-borderE-commerceLaunchingaNewProductCreativeMarketingPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteaSWOTanalysisPartIV:IntercultralReflection:MarketingtoHispanicssuccessfullyⅢ.After-classexercises:UploadasinglearticletogoliveonDHgateExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudy

Unit3:CustomerRelationshipⅠ.TeachingObjectives:1.Tounderstandthemainelementsofonlinecommunication2.Tounderstandthecustomersatisfactionstrategies3.TograspthepositivephrasesforthecustomerrelationshipmanagementⅡ.Contents:PartI:UnderstandingCross-borderE-commerceOnlinecommunicationDrivemoreE-commerceSaleswithLiveChatPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWritelettersofrestoringbusinessrelationsPartIV:IntercultralReflection:CustomerRelationshipManagementⅢ.After-classexercises:a.Checkthecustomers’commentsofaproductonDHgate(orotheronlineE-commerceformat)andtrytogiveareplyb.ExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudy

Unit4:OnlinePaymentⅠ.TeachingObjectives:1.Tounderstandthemainstreamonlinepaymentchannels2.Tounderstandthesecurityissuesofonlinepayments3.TomasterthetermsofonlinepaymentⅡ.Contents:PartI:UnderstandingCross-borderE-commerceTheevolutionofonlinepaymentSecuritytipsforsmallbusinessesacceptingonlinepaymentsPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteanIntroductiontoapaymentsolutionforyoure-commercebusinessPartIV:IntercultralReflection:Cross-borderexpansionandpaymentstrategiesⅢ.After-classexercises:LogontwospecificCBECplatformsandidentifythepaymentsavailableExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudy

Unit5:LogisticsⅠ.TeachingObjectives:1.Tounderstanddifferentonlineshippingmodes2.Tounderstandthemaininternationalcommercialexpress3.Tolearnhowtosetashippingtemplate4.TolearnhowtochooseanappropriateshippingmodeforanorderⅡ.Contents:PartIUnderstandingCross-borderE-commerceE-commerceLogistics&thechangingdeliverylandscapeTop10selleranalysisOverseasWarehouse:WhyandHowPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteLogisticsLetterPartIV:IntercultralReflection:GuidesforinternationalshippingⅢ.After-classexercises:Packanorder,measurethesizesofthepackage,andchoosethebestshippingmodeExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudyUnit6:E-commerceManagementⅠ.TeachingObjectives:1.Tounderstanddifferentstrategiesofcustomerservice2.Tograspthelanguageskillsinwritingaformalbusinessletter3.TounderstanddifferenttypesofbusinesslettersⅡ.Contents:PartI:UnderstandingCross-borderE-commerceManageE-commerceafter-salesServiceEffectivelyOnlinedeterminantsofE-customerSatisfaction:ApplicationtoWebsitePurchasesinTourismPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteanImpressiveExecutiveSummaryforaPartIV:IntercultralReflection:Globalprojectmanagement:It’scomplicatedⅢ.After-classexercises:ExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudy

Unit7:LegalIssuesⅠ.TeachingObjectives:1.Tounderstandthelegalrisksandchallenges2.Tograspsomeimportantlegalterms:consumerprivacy,intellectualproperty,taxationⅡ.Contents:PartI:UnderstandingCross-borderE-commerceMorebenefitsandnewresponsibilitiesnewcross-borderE-commerceRegulationsResolveAmazonCopyrightInfringementCasesPartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteeffectiveBusinessContractsPartIV:IntercultralReflection:E-commerceandBrandProtection:atwo-waystreetⅢ.After-classexercises:FindabusinesscontractsampleandanalyzethelinguisticcharacteristicsExercisesinPartII,III&IVⅣ.Teachingmethodsandaids:LectureswithPPTinamultimediaclassroom,groupdiscussions,Q&A,students’grouppresentations,casestudy

Unit8:FromCross-borderE-commercetoNewRetailⅠ.TeachingObjectives:1.ToreviewthefeaturesofCross-borderE-commerce2.Tounderstandnewtrendsandnewretail3.TograspthebasictermsofnewretailⅡ.Contents:PartI:UnderstandingCross-borderE-commerceCross-borderE-commercePilotZonesNewRetailModelGoesBeyondE-commercePartII:BusinessCommunicationPartIII:PracticalWriting:HowtoWriteaPESTAnalysisfromscratchPartIV:IntercultralReflection:PersonalizedMerchandizingⅢ.A